Integrating Sustainability and Ethical Marketing

Given the rising threat posed by actions harmful to the environment, it is essential to identify strategies through which companies strengthen environmental consciousness and promote sustainable consumption. This study examines the evolution of green marketing, its relationship with ethics, corporate social responsibility (CSR) and sustainability, while also addressing challenges such as greenwashing. Building on this foundation, we analyze how companies can integrate sustainability into core marketing mix variables: product, price, and promotion. These concepts are illustrated through the case of Lush Cosmetics, an international brand widely recognized for incorporating sustainability principles into its brand identity. By combining theoretical perspectives from the ethical marketing literature with insights from Lush's practices, this book chapter provides actionable recommendations for managers to design authentic and ethically grounded green strategies aligned with evolving consumer values.